Volvo EM90: Sales Figures Disappoint Massively

Volvo has sold only 100 units of its all-electric MPV, the EM90, in 2026 so far. The model was originally marketed as a "living room on wheels" and aimed to strengthen Volvo's position in the premium segment of the Chinese market. Despite this promising announcement, sales figures have fallen far short of expectations. The EM90 was specifically developed for the Chinese market and is exclusively available there. Volvo positioned the vehicle as a new definition of travel comfort, designed to provide a first-class experience not only for drivers but also for all passengers.

The technical basis of the EM90 shares components with the Zeekr 009, a model from the Geely Group, which strengthens the connections between the two vehicles. The sales figures of the EM90 have been labeled by the platform Carup as Volvo's biggest model flop in recent times. Experts suspect that the close connection to the Zeekr 009 could be one of the main reasons for the weak sales figures. The concept of "badge engineering," where an existing model is sold under a different brand with minimal changes, has rarely led to significant success in the past. Although Volvo has given the EM90 its own design and customized interior, the technical foundation remains a crucial factor.

The brand has made efforts to adapt the vehicle to its own ambitions, but this has not resonated with consumers as hoped. The sales figures indicate that interest in this model does not meet expectations. Despite the disappointing sales numbers, Volvo plans to continue developing new models based on technologies from the Geely Group. An example of this is the new XC70, which is also designed for the Chinese market. This new SUV will be developed on a shared technical platform that is also used for the EM90.

The challenges facing Volvo are not limited to the EM90. The entire market for electric vehicles in China is highly competitive, with many manufacturers trying to establish themselves in this segment. Competition is intense, and consumers have a wide range of options to choose from, making it difficult for new models to stand out. Volvo Cars has emphasized in the past that the development of electric vehicles is a central strategy for the company's future. However, the weak start of the EM90 could call into question the company's plans for growth in the premium segment.

The brand may need to reconsider its strategy to succeed in a rapidly changing market. The sales figures of the EM90 could also impact Volvo's future product development. If interest in this model does not increase, the company may be forced to focus its resources on other projects. The coming months will be crucial to see if Volvo can boost interest in its electric vehicles. The sales figures of the EM90 by the end of July 2026 show that only 100 units have been sold, highlighting the challenges for Volvo in the current market environment.